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Attention young marketers. Here is a proposal to put in front of your chief marketing officer, aka the boss. You want a budget, a big one, to undertake some new consumer research. When asked what you wish to learn, your answer is simple: "I don't know."
Ogilvy & Mather seemed to pre-empt our School Report last week. In the same issue that we suggested a period of management stability at the agency wouldn't go amiss, the stars aligned and the news that the relatively unknown Cheryl Giovannoni would take over the chief executive position after a nine-month...
This week was a bit novel for me, as I didn't have to hop on a plane first thing. I just got back from vacation with my family and spent the week working from New York.
It's true that London and the motherland, New Zealand, have a number of obvious differences, but I've realised the one thing that doesn't change is the thrill of the advertising industry.
The term "digital" worries me. This is not because I'm a luddite (indeed, I still bear the scars of a stint as the managing editor of a dotcom start-up). No, it's because I'm not sure what the word really means any more.
Marketers must ditch the buzzwords and jargon and start to speak in plain English if they want to continue to talk to brands about achieving 'clarity'.
Brands are encouraging marketers to expand their skill sets if they want to lead in the boardroom.
Advertising is under threat. Or, rather, the popular conception of advertising is under threat.
It is time for agencies to understand that procurement professionals consider far more than just the lowest price when making purchase decisions.
With the current hiatus on legislation to introduce a statutory lobbying register, the results of the APPC's annual members' survey are published at a perfect time to remind policy makers about the strength of support within our industry for the principle of universality when designing the new registration...
